ANALISIS STRATEGI BAURAN PEMASARAN RITEL CARREFOUR DALAM MENINGKATKAN NILAI TRANSAKSI DI PONTIANAK

Abstract

The development of retail business in Pontianak is more and more to increase and it is marked by the construction of several large and modern shopping centers. This condition leads to a very competitive level of retail business competition and changes the business strategy of each major retailer in order to increase the market share or transaction value. This study aims to find out the retail marketing mix strategy used by Carrefour in increasing the transaction value. This research is descriptive research, referring to the concept of Marketing Elements, Retail Mix then perform SWOT Analysis. The population of this study is the visitors of Carrefour Pontianak. The data used are primary and secondary data, while the data collection techniques used are interview, observation, and distribution of questionnaires. The number of samples taken are 30 respondents is Simple Random Sampling technique with Probability Sampling method. Data analysis techniques using qualitative analysis. The results shows the variables of physical facility, product, promotional and service show high results and the variables of price show medium results. The writer would like to suggest in order to increase the value of transactions, Carrefour should pay more attention to the price offered and strengthen the promotion.